Alan Pennington - Brand and Customer Experience
As retailers and service providers become
more adept and responsive to competitor activities, it is increasingly apparent
that "The customer experience is the next competitive battleground" (Marketing
Forum Research 2002). Defining the relationship between Brand expectation and
the customer experience is the key to ensuring future return on investment.
Alan is at the leading edge of this approach to both acquiring and retaining customers. His expertise helps business to define their Corporate Strategy in these terms and to develop practical operational delivery, through initial diagnosis to solutions development. Experienced in food and non-food; public and private sector retailing. He has operated as both an Executive and Non-Executive Board Director, covering operations commercial and marketing functions.